Modon. Customer Journey Mapping and VOC Strategy for Real Estate Excellence

Context, Approach & Methodology

Our project began with an in-depth analysis of the common challenges faced by real estate developers and the consequences of these challenges on customer satisfaction. We provided data-backed insights highlighting the importance of a customer-centric approach and the potential positive outcomes.

Groundwork

Customer Journey Mapping
We meticulously mapped out Modon’s customer experience (CX) journey to gain a thorough understanding of their customers. The journey included the following stages and corresponding customer touchpoints: Discovery, Lead Management (sales events, viewings & open houses, lead qualification), Sale (booking, SPA signing), Post-sale (customer onboarding, SPA collection, title-deed registration, construction updates & communications), Handover (orientation, snagging, title-deed registration, utilities transfer, key & relationship handover), and DLP (Defect Liability Period) (DLP introduction, DLP expiry).

Communication Identification
We identified and detailed the communications occurring at each touchpoint. To ensure ongoing quality, we recommended regular mystery shopping for unbiased evaluations and a well-defined Voice of Customer (VOC) strategy.

VOC Strategy Implementation
We proposed a closed-loop VOC strategy encompassing the following steps:

• Ask: Gather customer needs and expectations through surveys, feedback forms, social media, and customer service calls.
• Collect: Organize and categorize feedback using software tools or manual methods.
• Analyze: Identify patterns and trends within the feedback and share reports with stakeholders to drive actions.
• Strategize: Collaborate with stakeholders to develop improvement plans based on feedback insights.
• Deliver & Notify: Implement action plans and communicate changes to customers and the company, ensuring continuous monitoring and feedback analysis.

Action Plan Development
We crafted an action plan focused on achieving exceptional customer experience through eight key initiatives:

1. Customer Journey Mapping
2. Communications Strategy
3. Communication Content Development
4. Sales Launch Preparation
5. Call Center Setup
6. Escalation Strategy
7. Frontline Staff Training
8. Customer Management Team Setup

For each initiative, we detailed: What: Description of the initiative, How: Implementation methodology, Who: Responsible parties (RASCI framework), and Timeline: Duration for completion.

Organizational Structure Development
We designed an organizational structure to support a customer-centric transformation. Each department within customer excellence and operations was assigned specific roles and responsibilities, ensuring a cohesive approach to enhancing customer experience.

Result

• Customer-Centric Transformation: Modon was equipped with a data-driven CX strategy tailored to their unique needs and goals.
• Enhanced Communication: Improved touchpoints and communication strategies ensured a seamless and satisfying customer journey.
• Ongoing Quality Assurance: The implementation of a VOC strategy and regular mystery shopping facilitated continuous improvement. Structured Action Plan: A detailed action plan with clear responsibilities and timelines guided Modon towards exceptional customer experience.